Step 8.3

Monitor product performance in market.

Primary Findings

Secondary Findings

Primary findings

Carriers

Roles for partners during commerciliasation include experts, users, distributors, demonstrators and other complimentaries. 
Case study findings
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Results from product platforming efforts are proven to last throughout the product life cycle in comparison to non-platformed products.
Case study analysis
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Methods

Customer expectations about products have increased so high quality and cost effectiveness are necessary but not sufficient. Today these factors need to be supported by after-sales service for successful results.
Survey of 87 manufacturers.
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The manufacturer can provide free users' manuals or online access to tutoring programs in order to reduce the learning cost incurred by customers.
Case analysis
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Voice of the Customer Information as a Best Practice for the NPD process: 1) Market and buyer behavior studies are a valuable source of information for planning the market launch. 2) Market research as a tool to help define the product. 3) The customer or user ought to be an integral part of the Development process. 4) Identification of customers or users real or un-articulated needs and their problems, is considered fundamental to voice-of-the-customer research, and should be a key input to product design. 5) Working with highly innovative users or customers.
A quantitative survey of 105 business units, supported by team's experience in NPD modeling, consultation, application and analysis.
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Tips

Product support is essential to customer satisfaction.
Source: Lele and Sheth (1988). In: Goffin, K. (1998)

Secondary findings

Methods

The strategic activities which are essential to the successful marketing of complex, technology-based products include product customization, information gathering on product performance, product education and training, ongoing product support.
Source: Athaide et al (1996). In: Goffin, K. (1998)

Tips

Use the Internet to assist with customer and product support. Train salespeople and provide them answers to product questions online.
Source: The Baan Company: Case Study (2002), FileNew Corp: Case Study (2002), Tompkins Group: Case Study (2002). In: Ozer, M. (2003)